The key facts

  • Apple's new CEO John Ternus said he likes the company's current position in AI despite criticism
  • An updated Siri with more powerful capabilities only launched this summer after long delays
  • Ternus did not rule out the impact of AI agents on the ecosystem but emphasized the 'human' nature of building products

Responding to accusations of falling behind

Apple's new chief John Ternus, in an interview with Wired journalist Steven Levy, defended the company's position in the artificial intelligence market. As TechCrunchnotes, over the past couple of years Apple has regularly been described as lagging in AI — especially against the backdrop of the delayed release of a more powerful version of Siri, which ultimately only launched this summer. Ternus, who has served as CEO since early September,acknowledged that 'everyone has an opinion,' but added: 'I really like where we are.'

AI as a tool, not an end in itself

Ternus confirmed that Apple 'will absolutely use AI' in new products, but articulated a principle: 'We don't want to ship AI for AI's sake. When we do everything right, people won't have to think about whether it was done with AI or more traditional software. What matters is whether we created something they truly love.'

On AI agents and the fate of apps

When Levy asked whether AI could affect Apple and its ecosystem more radically — for example, if agents were to make apps unnecessary — Ternus replied: 'That might make life very simple, but building products is a deeply human and personal endeavor, something we love to do.' The interview was one of Ternus's first extensive statements on the company's AI strategy since his appointment; the publication does not report any specific plans or timelines for new AI products.